How do you define and qualify a ‘good’ lead?
Talking to marketers I’ve become convinced that we should remove the word ‘lead’ from the canon of marketing terms. Why? Because there appears to be no definition of a good lead. People talk of ‘qualified leads’, ‘marketing qualified leads’ and ‘sales qualified leads’, but surely if the term is going to be useful, and especially if we are going to use it in a ‘transfer’ from marketing to sales, we need to be clear as to what it is.
Do you have a clear definition in your organisation that you can share, and if not, why not?
Do your sales people buy into the definition?